BBVA
EXECUTIVE CREATIVE DIRECTOR (ECD) @ TeranTBWA\
I lead the creative direction for BBVA, the agency’s largest account, overseeing a team of 75+ creatives. My role focuses on turning complex financial products and business challenges into simple, engaging ideas that connect with people’s everyday lives. Beyond campaigns, I develop integrated creative systems that unify brand, product, and communication across the entire customer journey.
BBVA Is it Fraud?. Mexico, 2024.
Is it Fraud?
Facing a sharp rise in banking fraud across Mexico, we shifted BBVA’s strategy from traditional awareness to Edutainment — turning prevention into something people would actively choose to engage with. Instead of informing, we entertained; creating “Is it Fraud?”, a game show format designed to educate through participation, emotion, and storytelling. By leveraging the power of entertainment, we transformed a complex and often ignored issue into a cultural conversation, proving that when people are engaged, they don’t just learn — they act.
Role: ECD
Creative Direction: Irene Preciado, Diego Muñoz
Copywriting: Mafer González
Art Direction: Ricardo Rueda, Juan Sebastián Moreno.
Direction: Mario Muñoz @ Imaginarias
Cómo sí.
“Cómo sí” is a platform built on a deeply Mexican mindset: the instinct to move forward, no matter the obstacle. In a context where uncertainty is constant, BBVA shifts from a bank that enables transactions to a brand that champions progress — celebrating those who don’t stop at the “no”, but actively find a way through. By turning everyday challenges into stories of possibility, the platform reframes ambition as something practical, human, and within reach, positioning BBVA as a partner in the real, ongoing effort of moving life forward.
Role: ECD
Creative Direction: Gabriela Guzmán
Copywriting: Irene Preciado, Gabriela Guzmán
Art Direction: Ricardo Rueda.
Direction: Damiana Acuña @ Thwe Maestros
Awards
1 Grand Prix, 2 Gold, 5 Silver, 4 Bronze, 3 Finalists
Is it Fraud?, El Ojo de Iberoamérica 2023 — Grand Prix Eficacia Winner
Is it Fraud?, El Ojo de Iberoamérica 2023 — Gold Winner (Services)
Is it Fraud?, El Ojo de Iberoamérica 2023 — Gold Winner (Branded Content)
Is it Fraud?, Effie Awards 2023 — Silver Winner (Financial Services)
Is it Fraud?, Effie Awards 2023 — Silver Winner (Positive Impact)
Is it Fraud?, Effie Awards 2023 — Bronze Winner (Branded Content)
Is it Fraud?, IAB Mixx Mexico 2023 — Silver Winner (Social Impact / CSR)
Is it Fraud?, IAB Mixx Mexico 2023 — Bronze Winner (Branded Content)
Is it Fraud?, IAB Mixx Mexico 2023 — Finalist (Branded Games)
Is it Fraud?, FIAP 2023 — Bronze Winner (Branded Content / Entertainment Program)
Is it Fraud?, FIAP 2023 — Finalist (Social Responsibility Platform)
Is it Fraud?, Clio Entertainment Awards 2023 — Silver Winner (Television & Streaming / Original Content)
Is it Fraud?, Clio Entertainment Awards 2023 — Finalist (Social Media / Long-Form Video)
Is it Fraud?, Círculo Creativo de México 2023 — Silver Winner (Ideas for Good / Sustainability)
Is it Fraud?, Círculo Creativo de México 2023 — Bronze Winner (Ideas for Good / Social Impact)
Is it Fraud?, Expansión - Monstruos de la Mercadotecnia 2023 — Recognition
BBVA Cómo sí. Mexico, 2025.